Thanks to impressive conversion rates and an online ROI that is comparable to that of Search, Performance Display Advertising is chipping away at a nagging – and inaccurate – perception: that banner ads don’t work online.
Indeed, retailers and advertisers from other industries are disproving this perception every day -- one successful campaign at a time. We at Criteo felt the time had come to offer more rigorous proof of Performance Display’s aggregate impact on the advertising landscape. So in 2012, we commissioned Nielsen and Médiamétrie to conduct a two-month study of real-world users, in France and in the United States, with the goal of measuring the impact and effectiveness of Performance Display advertising.
This white paper will enable you to learn more about Performance Display advertising, and how it compares to more 'classic' forms of advertising. But above all, you’ll discover why:
Performance Display ads are viewed and clicked on a massive scale,
Performance Display ads allow users to see ads for things they care about, so they respond and act with measurable intent,
Performance Display advertising improves the overall media spend of advertisers, but also provides a large share of exclusive clickers,
Pay-per-click Performance Display solutions have a real impact on branding which is simply not valuated in direct response media buying.
1. Performance Display
ads turn viewers
into clickers
How today’s display ads are engaging, targeted and
complementary to search marketing.
Research Paper # 4
January 2014
2. Contents
Foreword by Jonathan Wolf, Chief Product Officer, Criteo.......................................1
Executive summary...................................................................................................2
Introduction...............................................................................................................3
The basics: what is Performance Display advertising?............................................4
The study: why, how and what..................................................................................5
Finding #1: Performance Display ads are viewed and clicked. On a massive scale
Seeing ads.....................................................................................................7
Clicking on ads...............................................................................................8
Audience renewal..........................................................................................10
Finding #2: Clickers are the right people at the right time. And they mean it
Clicks are in target........................................................................................13
Better than in target, in market.....................................................................16
Finding #3: Performance Display plays nice with others, especially Search
Reach extension..........................................................................................18
Focus on big tickets.....................................................................................19
Media spend optimization.............................................................................20
Beyond direct response...............................................................................21
Conclusion...............................................................................................................23
Sourcing and methodology.....................................................................................24
Project Management: Florent Maillard
Graphic Design: Valentine Leboucq
Special thanks to:
Alexandra Pelissero
Bertrand Krug
Céline Neuman Touboul
Diane Chambrillon
Gilles Giudicelli
Jennifer Hofer
Jonathan Wolf
Lise Bissonnette Janody
Michaël Pelot
Patrick Wyatt
Pierre Passard
Thomas Volpi
28. About Criteo
Criteo is a global leader in digital Performance Display advertising, working
with over 4,000 e-commerce companies around the world. Criteo has over 700
employees in offices across the US, Europe and Asia, serving more than 40
countries.
For more information: www.criteo.com
About Nielsen
Nielsen Holdings N.V. (NYSE: NLSN) is a global information and measurement
company with leading market positions in marketing and consumer information,
television, and other media measurement, online intelligence, mobile measure-
ment, trade shows, and related properties. Nielsen has a presence in approxi-
mately 100 countries, with headquarters in New York, USA, and Diemen, the
Netherlands.
For more information: www.nielsen.com